By Robert Wheatley

Motivated humans not processes build brands and business

In the end all brands and organizations are led, developed and built by people. It is our expertise, vision and decisions that impact what we do, what we sell and how we go to market.

All processes and tactics aside, behind every business are the individuals who pilot the ship and make things happen. Sure businesses have a certain amount of inertia and momentum based on their history and other “entrenched” conditions that seem to push things forward no matter who is in the drivers seat. But I see this always as a glass half full or half empty proposition.

People can take something that’s successful and make it much more so. Witness the deluge of press about Steve Jobs, his influence on Apple’s progress to date and thus the alarm over a leave of absence. He is an inspirational, iconic figure and no doubt a driver within the company for innovation and ideas.

However, we ALL have the capacity to make a difference, to be extraordinarily influential in defining a new destiny for the businesses and brands we’re helping build. Sure you can see yourself as a functionary, an important cog in a good machine. For the most part I think it is human nature to enjoy, seek out comfort and to resist discomfort. So fear holds many people back from doing the extraordinary. Why? Because there is risk involved. There is always potential for a mistake to occur. Compounded further by the thought that criticism of a bad performance may be lurking in the wings.

There’s that little knot in the pit of your stomach when you believe your head is out there, exposed.

Head Liners

I say it’s time we all step up to be Head Liners. To put ourselves out there. To enjoy and embrace the discomfort and purposefully disrupt the environment around us when we feel the natural tug to get too comfortable.

That said there is also a magic ingredient underneath that helps this process along!!

Empowerment…

Our organization is in the thralls of change as we make improvements in our structure to help position the agency for incremental growth. Two of our key people have been asked to step up and take more responsibility. In parallel with this added charge comes empowerment: permission and authorization if you will to make key decisions and implement them without inordinate oversight or interference.

The idea of empowerment springs from trust, confidence and faith in the individuals who receive it. The effects are fascinating to observe. Empowered people move with palpable enthusiasm, with dedication, with ideas, with strength, with passion, with grace under pressure, with confidence and wisdom. It’s a form of “permission” that can unleash the limitations we self-impose at times.

All this is vital and important in a business driven by the ideas and experience of people. So who knows, if we continue down a path of empowerment, what could happen? What do you think?